Case Study: Exotel achieves a 297% conversion lift by removing "Free" from their CTA with Freshmarketer

“Customers don’t like free stuff” Why Exotel removed ‘Free’ from their home page CTA

Exotel, a Bengaluru-based cloud telephony platform handling millions of calls daily, needed to show personalized content to visitors across numerous ad campaigns but were managing personalization with custom scripts and multiple landing pages. To streamline personalization and optimization, they adopted Freshmarketer’s personalization module and later used its A/B testing capabilities.

Using Freshmarketer, Exotel migrated off bespoke scripts, implemented page-level CTA personalization and ran A/B tests — notably changing the homepage CTA from “Start your free trial” to “Start your trial” — which delivered a 297% lift in conversions. Exotel reports clearer, stronger messaging across the site and recommends Freshmarketer for personalization and testing needs.

Exotel

Sahith Krishna

Product Marketing Manager